Honor 9 National Cat Photo Contest: Core Logic of Online Interaction

Honor 9 National Cat Photo Contest

Step 1: Identify User Pain Points: When photographing cats, pets often refuse to cooperate, jumping around and hiding, but taking photos of these cute animals is a beloved hobby for consumers. Sharing cat photos has become a new social trend, so knowing how to take great cat photos is a major pain point for young audiences.

Step 2: Target User: Young people who love photographing cats and Honor phone users (the same demographic).

Step 3: Creative Insight: Use 'cat photography tips' as an entry point to subtly promote Honor phone features, solving real problems for consumers while generating widespread sharing.

Step 4: Activity Format: 'Cat Photo Contest', 'Make Your Cat a Star', 'Become a Viral Cat'.

Step 5: Brand Messaging: Honor released three cat photography tutorial videos: 'Quick Capture', '2x Zoom', and 'Low-Light Night Shot'. These educational videos, which audiences enjoy and willingly share, actually highlight three key camera features of the Honor 9, subtly embedding the phone's capabilities into consumers' minds.

Step 6: Media Selection: Bilibili, Weibo, WeChat, Tieba, Huawei Club (Honor official forum), Douyin (TikTok China), Toutiao, Moji Weather.

Step 7: Promotion Strategy: Precise targeting with multi-point coordination. Bilibili served as the main platform with a dedicated contest page, as it's a hub for young people and cat lovers (including many 'cat slaves' in the anime community), ensuring precise reach. Simultaneously, Weibo, WeChat, Tieba, Huawei Club, Douyin, Toutiao, and Moji Weather coordinated to promote the event, ensuring both youth appeal and diverse channels for broad coverage.

Step 8: Secondary Promotion: Collaborated with an UP主 (content creator) to livestream 'The Story of Yamashita Hiroto and the Honor 9 Cat Photo Contest Champion Cat'.

Step 9: Campaign Rhythm: KOLs warmed up and drove traffic (e.g., 'Huiyi Zhuanyong Xiaomajia', 'Lu Mao'); grassroots verified accounts actively spread the word, sustaining momentum; and finally, mass participation ignited the campaign.